Since the reform and opening up, China's refrigerator market has achieved unprecedented development, have appeared in the new fly, Kelon, Meiling, Rongsheng, Haier and other giants.However, in recent years, with the refrigerator market increasingly intense competition, as well as from international brands Electrolux Sri Lanka, Siemens, Samsung and other aimed at a huge piece of cake in China, most companies have a more substantial decline in product prices, corporate profits have also decreased year by year, eventually leading to refrigerator manufacturers continued to decline in profits, and some have even emerged Huge losses.
Refrigerator manufacturers' business conditions have obviously differentiated. In the past, the "four big families" of China's refrigerators have been reshuffled. In addition to Haier's reputation, the Yingsheng refrigerator and Meiling refrigerator have all been acquired and become sub-brands. Third, while foreign Siemens, is all the way to catch up, second only to Haier, ranked second.
Xinfei Electric Appliance Co., Ltd., which won the refrigerator giant status in a row, has been declining since the change of ownership and has recently been pushed to the cusp of public opinion due to a "reorganization explanation" Xinfei Electric submitted to the court to restructure the application method to solve the immediate needs of the company.
Restructuring instructions said that as of October 31, 2017, Henan Xinfei Refrigeration Appliance Co., Ltd., Henan Xinfei Electric Co., Ltd., Henan Xinfei Appliance Co., Ltd. three companies face market competition and decline in the past few years, sustained losses Therefore, although the foreign shareholders give a lot of money and support, they still can not completely save the company from facing the challenge of the market.Under the pressure of the capital chain, the company only stops the production activity at present.
The note also states that Sunflex is prepared to obtain legal protection through reorganization, enabling the company to enter a relatively safe operating environment and to focus on the strategic design of the company's regeneration, but Xinfei is still approaching the relevant cooperation to continue Development of new business brand opportunities.
Previously, the new flight has twice been discontinued, but every time can be good luck, but the new production is clearly frozen with the previous few refrigerators, apparently the company's directors are reluctant to talk about this all 'New fly advertising Good, not as good as the new flying refrigerator good old bankruptcy on the bankruptcy, behind or looking for new buyers to fly the refrigerator, which will brand resources cash, waiting for a good price.From the recent domestic market share of the refrigerator brand Visible, I'm afraid it is hard to fly again.
At present, you can still see the new flying refrigerator in Tmall, Jingdong and other e-commerce platform, but compared with the trendy and fun activities of the peers, the new flight has exhausted.Now we are in the new home appliance industrial park, Can only see the figure of air conditioners, kitchen appliances, water heaters are empty, the washing machine is only two old double-barrel washing machines, we can see on this page the traces left by history, the new flight but can not go back in the past.
Market competition, those who stand still, intrigue people and businesses, probably only the fall of the outcome of any business, if not even their own brand is not responsible for their own position are not clear, then who will be willing to tolerate, who Will pay for this mistake? China is the world's largest producer of refrigerator, although the outcome of the new fly regrettable, but more worthy of our thinking is that the refrigerator market in the future where exactly?
Apart from the new fly, we take a panoramic view of the overall situation: In 2016, the retail sales in the overall refrigerator market decreased by 0.7% from the same period of last year. In the first half of 2017, the overall retail sales in the refrigerator industry recorded a negative growth of 1.2%. The refrigerator market was saturated and faced the bottleneck of the sales growth. In such a big environment, Haier, the United States, Siemens and other brands can still lead the market consumer trends, as if they always have to deal with the magic weapon.
In the context of the upgrading of consumption, the trend of intelligent, energy-saving and beautiful refrigerators has been enhanced. Consumers are also in increasing demand for refrigerator replacement. To meet the diverse needs of users, there may be new opportunities. , The fans of the National Palace Taobao to Haier Ti .. He said that you can not put out a fridge magnet called cold, so I can eat leftover food can be said, 'In fact, this is only fun A suggestion, we also act as entertainment users, who knows Haier official micro-first time forward also with the text "allow me to consider" and really put into action, really scary and hi, which is also explaining why Haier often open The reason for defeat.
The market is cruel, only clear position, keep the bottom line, keep making progress and constantly comply with this rapidly changing era, in order to protect and defend the brand, in order to win the fierce competition in one world!